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Jeff Vidler: How Can the Podcast Industry Best Manage the Ad Revenue Boom?

by Jeff Vidler
In his latest guest column, Jeff Vidler contemplates U.S. ad spend on podcasting has nearly doubled every two years since 2015. Listeners are receptive. The blend of advertisers is changing, and so are ad types. The highly successful host-read ad is difficult to scale. As podcasting steers toward programmatic, Jeff examines new formats and campaign types. Continue Reading

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Spotify unplugs in-house podcast studio in wake of Pod City opening in L.A.

In a widely cited article, The Verge reported that Spotify shut down its in-house founding podcast studio, internally called Studio 4 and publicly named Spotify Studios. While there is no reported connection, we observe that ending Studio 4 comes less than a month folloing the opening of Pod City, Spotify’s plush and elaborate podcast production facility in downtown L.A. Continue Reading

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PRX gets distro/sponsorship agreements with Magnificent Noise, WaitWhat, and Skeptoid Media

PRX has evidently been busy making deals, and today released three of them. The public media organization is partnering with Magnificent Noise, WaitWhat, and Skeptoid Media to distribute selected podcasts, and provide sponsorship and promotional support. Click for details. Continue Reading

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Podcast CPMs reach for new highs at year’s end: AdvertiseCast

In a very interesting set of benchmarks, podcast ad marketplace AdvertiseCast (a subsidiary of Libsyn) released its internal CPM numbers. The metrics include average cost-per-thousand podcast ad impressions for 30-second and 60-second sponsorships, as well as rates for podcasts with different numbers of listeners. Click for two-year trendlines for podcasts addressing different audience sizes. Continue Reading

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Global acquires Captivate for heightened podcast exposure and monetization

UK-based radio group and worldwide media company Global has acquired podcast hosting/tech outfit Captivate. Global is the developer and holding company of DAX, the company’s international digital audio advertising exchange. Captivate will become part of Global Player, and will take advantage of DAX’s immense reach for monetization opportunities. Continue Reading